air up® has secured $43.6 million in its latest funding round. The company is known for its innovative refillable drinking system that revolutionizes hydration by flavoring water through scent alone. This investment marks a significant milestone for the company as it continues to expand its unique approach to drinking water.
At the core of air up®'s offering is a scientific principle known as retronasal olfaction. The system works by transporting carefully-crafted flavors from specialized pods through the mouth to the user's olfactory receptors. This process allows the brain to perceive the scent as a distinct flavor, effectively enabling individuals to drink plain water while experiencing it as a flavored beverage.
Since its launch in Europe in July 2019, air up® has demonstrated substantial growth. The company now operates in over 11 countries and employs more than 300 individuals. It has also cultivated a customer base numbering in the millions, underscoring the market's reception to its innovative hydration solution.
The newly raised capital will be instrumental in supporting air up®'s strategic growth initiatives. The company plans to allocate these funds towards further product development, enhancing its operational capabilities, and expanding its presence into new markets. This investment is expected to accelerate air up®'s mission to offer a novel and sustainable way to stay hydrated.
Looking ahead, air up® aims to solidify its position as a leader in the innovative hydration sector. The company is focused on continuing its trajectory of growth and innovation, bringing its unique scent-based flavoring technology to an even wider global audience.
